Beruflich Dokumente
Kultur Dokumente
Learning Coach
Dr. Mohan Agarwal Chief Mentor, Multinational Business Academy, USA, Canada, Singapore, Dubai, India www. multinationalacademy.com Email: mentor@multinationalacademy.com
Agenda
1. Services economy 2. Services defined 3. Service family and classification
Business Trends
Advances in IT
Policies
Globalization
New markets and product categories Increase in demand for services More intense competition
Success hinges on: Understanding customers and competitors Viable business models Creation of value for customers and firm
Government Policies
Globalization
Government Policies
Globalization
1. Rising consumer expectations 2. More affluence 3. Personal Outsourcing 4. Increased desire for buying experiences
vs. things
Government Policies
Globalization
1. Push to increase shareholder value 2. Emphasis on productivity and cost savings 3. Manufacturers add value through service and
sell services
4. More strategic alliances 5. Focus on quality and customer satisfaction 6. Growth of franchising 7. Marketing emphasis by nonprofits
Advances in IT
Globalization
1. Growth of Internet 2. Greater bandwidth 3. Compact mobile equipment 4. Wireless networking 5. Faster, more powerful software 6. Digitization of text, graphics, audio, video
IT
Globalization
Government Policies
2. Increased international travel 3. International mergers and alliances 4. Offshoring of customer service 5. Foreign competitors invade domestic
markets
# 3. Characteristics of a Service
Implications
Customers may be turned away Harder to evaluate service & distinguish from competitors
Marketing-Related Tasks
Use pricing, promotion, reservations to smooth demand; work with ops to manage capacity Emphasize physical clues, employ metaphors and vivid images in advertising Educate customers on making good choices; offer guarantees Develop user-friendly equipment, facilities & systems; train customers, provide good support
Implications
Behavior of service personnel & customers can affect satisfaction Hard to maintain quality, consistency, reliability Difficult to shield customers from failures Time is money; customers want service at convenient times Electronic channels or voice telecommunications
Marketing-Related Tasks
Recruit, train employees to reinforce service concept Shape customer behavior Redesign for simplicity and failure proofing Institute good service recovery procedures Find ways to compete on speed of delivery; offer extended hours Create user-friendly, secure websites and free access by telephone
Operational inputs and outputs tend to vary more widely Time factor often assumes great importance Distribution may take place through nonphysical channels
GLIM Smart Ex 1: Rolls Royce 1. Scale it from 0-10 on Type of recipient, Type of act, Type of relationship, Frequency of interaction, Degree of customization, Degree of demand fluctuation 2. Rank the 7Ps in order of importance to market the service. 3. Identify a similar goods or service that can do Rolls Royce in India